| The up-scaling strategies that helped QSR earn this share have created an overlap in the competitive landscape between the segments. The top two reasons customers chose to visit FSR instead of QSR are for food quality and atmosphere, and these lines are beginning to blur amidst the emergence of the fast casual, better burger restaurants, and the up-scaled menu and decor of top QSR chains. However, the third reason FSR wins customers is because they want full service. This is where FSR can create the clearest point of difference. This new landscape means customers now have more flexibility in deciding what type of food and flavour they want, how long they can wait, how much they will pay, all while feeling comfortable and capable in a stylish, Wi-Fi-equipped dining room. Some FSR operators choose to compete on price and convenience, but this is not nearly as important as exciting customers with creative, high-quality food and beverages, and an engaging atmosphere. Restaurants need to remind consumers what makes a full-service dining experience so great in the first place; remind them what’s worth paying for and waiting for. Strategies must rest on core strengths and compete against the standards of full-service dining. |
